The entire model is flawed anyway.
The TV viewing model is extremely flawed and the sooner everyone realizes the better. At the moment, the model is like a Japanese restaurant, where the food is delivered on small conveyor belts. The only difference is, you have to pay for everything on the belt, no matter what you take from it. You can also pay again for an all you can eat buffet (Netflix), and then yet another all you can eat buffet (Amazon Prime) and so on...
You can only watch one thing at a time, so in the end, you are paying more and more for things you aren't going to watch. If you're watching a film on Sky Movies, you aren't watching the football on BT sport, but if you've subscribed, you're still paying for it. Going on holiday for two weeks is throwing away around £70 if you have all the packages with Virgin or Sky.
A fairer model would be for the delivery owners (Virgin/Sky/BT etc.) to charge per hour for the type of content you watch). Free to air would be included in the base costs. Movies etc. would be £1-£2 hour.
I doubt that would ever happen though.